Hi Rainer,
One option is to use svg graphics, which are supported in latex (via the
svg package from CTAN) and in HTML (on almost all modern browsers:
<http://caniuse.com/#feat=svg>). The svg latex package supports
compiling with pdflatex out of the box and lualatex with a little
hackery; xelatex is not supported (you also need to install inkscape and
compile with a flag that allows latex code to execute shell commands).
Otherwise, you might be looking for something like this worg page:
<http://orgmode.org/worg/org-contrib/babel/languages/ob-doc-LaTeX.html#sec-4-3>.
And also search “by-backend” in the mailing list archives for other
relevant examples.
Hope this is helpful,
--
Aaron Ecay